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Lady Gaga signs on as Tudor brand ambassador

Swiss watchmaker Tudor has announced that Lady Gaga will be the first female brand ambassador for the brand.

TudorGaga will model Tudor's Black Bay 41-mm watch in the company's new Born to Dare campaign. The Black Bay model is the larger face of the three piece collection, which also features a 31-mm steel and diamond embellished style named the Glamour Date.

According to Tudor's Born to Dare manifesto, the campaign is devoted to the classics but will reject the status quo.

Gaga joins David Beckham, who was named the brand's first ambassador in May of this year. According to the company's statement, Tudor selected Gaga for her "revolutionary image as a way to reach the public through a comprehensive approach to art."

Tudor was interested in her image of "total showmanship" which includes both "provocative style and political statements." The company notes Gaga's philanthropic efforts to support the LGBT community as well as her fight against using fur in fashion.

Tudor was created by the founder of Rolex, Hans Wilsdorf. According to the brand's statement, the modern Tudor watch is "a bold fusion of the original and the contemporary," making Gaga a good fit to help increase brand awareness.

The Black Bay 41-mm heritage watch modeled by Gaga retails for $3,350. Price points for the collection range from just under $3,000 to $5,800 for the Glamour Date.